Have you heard of this famous personality, Mr. Jimmy Donaldson?
I can hear you asking, Jimmy…who?
Okay, now may I ask if you have heard of Mr. Beast? Heads nodding, yes?
Well, Jimmy Donaldson is Mr. Beast. This YouTube sensation started with humble beginnings on February 20, 2012, and now has over 316 million subscribers, with his videos racking up over 58 billion views.
Now, you might be thinking, ‘What can I possibly learn from a YouTuber’s personal branding? My executives are not influencers, and my organization’s brand-building efforts are already substantial.’ Let me tell you, Mr. Beast’s YouTube channel is just one piece of his overall brand strategy. He has built a successful merchandising business, launched a mobile app, and even runs a charity organization. All his ventures are tied to his brand, ‘Mr. Beast.’ Similarly, there are many famous personalities like Emma Chamberlain, who is the face of Chamberlain Coffee, Carrie Green, the face of the Female Entrepreneur Association, and Gary Vaynerchuk, the founder of VaynerX company – these are just a few examples of famous personalities who are the face of their brand lines.
So, executive branding is not just a nice-to-have anymore, it is a must-have for organizations, as it can be a game-changer for your organization’s success.
What exactly is executive branding?
Well, to put it straight, executive branding is not self-promotion. It is positioning the high-level leaders as a thought leader, an industry expert, and most importantly as a human being, whom people will want to trust and follow.
A well-branded executive can elevate the company’s brand, boost trust, scale the company’s ROI, and attract the best talent while benefiting personally too!
Why executive branding?
If you are looking to build trust, attract talent, and stand out in today’s crowded marketplace, then, executive branding is a must-have.
Let us discuss in detail:
1. Executive brand is your company’s brand
You may or may not agree with me, but the reality is that executives are the face of your company. The more your executives are visible, authentic, and memorable, the more your company benefits. If they are invisible, your company might look uninteresting, like a room with no windows. Think of Elon Musk, his personal brand is inseparable from Tesla and SpaceX. He is the brand.
2. Executive branding humanizes your company
Your company might be sticking out for those imperative mission statements, strategic plans, or press releases across the world. But by nature, it would lack that human aspect, they will be seen only as a lifeless company. This is where executives step in.
Building that personal brand projects your company with life. When the executives share how they bombed a pitch or their first day in a CEO’s role, or even talk about their failures, they only come back stronger. People love stories, they trust people, not logos!
Let me give you an example here, Satya Nadella of Microsoft. His empathetic nature and inclusive leadership style transformed his personal brand and made Microsoft seem like a company that focused more on people than profit.
3. Executive branding builds trust
We live in a world of deep fakes and scam emails from distant princes promising riches in exchange for your credit card information. People are skeptical. Trust is the only source that can make your customers remain loyal to your brand. And guess what? Your executive can be that powerful source that can help build trust. When the executive is consistently sharing insights, sharing strengths/vulnerabilities, they are automatically scaling up the trust level in your organization.
Even investors might engage with companies whose executives they know and trust. Warren Buffett once said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you will do things differently.” When you invest in executive branding, you are actively building that reputation, brick by brick.
4. Executive branding attracts top talent
Recruiting the right person for the right position is pretty hard. But when your organization has a well-branded executive who is seen as a leader, a visionary, or someone cool with whom people would want to work, then you will have the right people lining up. Top talent would not prefer working for faceless organizations. They look to work with leaders whom they admire and can learn from.
Post Steve Jobs, Tim Cook’s steady leadership style has helped Apple to attract talent who resonate with his personal values of privacy, sustainability, and inclusivity.
5. Executive branding offers competitive advantage
Your company might give discounts, price slashes, added product features, or extensive customer services to stand out, these matter, but they are not always helpful. A strong executive brand can give your organization that extra edge. Just think, when your customer is on the verge of deciding between you and another major company for a contract, who would they choose? One has an executive team that presents, engages, and is known for sharing valuable insights online. The other? They do not even know who the CEO is. Who would they trust more? Executive branding is a way to differentiate your company in a sea of sameness.
6. Executive branding is a PR goldmine
When a journalist is looking for a thought leader in your domain online, pops up an executive who has written extensively on the subject, spoken at conferences, and has a decent following. Yes, that executive will be their go-to choice. When your execs are out there speaking on industry trends, they position themselves and your company as leaders. This creates more media opportunities, more exposure, and more influence.
7. Executive branding allows easy networking
A strong personal brand is like showing up to a networking event with a crown over your head that says, ‘I am worth talking to!’ When the executive is already known for their ideas, people are more likely to approach them for collaboration or business deals. Oprah Winfrey’s personal branding focusing on positive and inclusive culture is another level, which grew her network from being just a TV host to partnerships with giants like Weight Watchers.
You do not get those calls unless people know, respect, and like you.
So, clear now? Executive branding is a long-term investment that pays off over time. The more engagement your executives are able to build consistently, the more value, credibility, and respect they garner. It is a long-term game mate!
If your executives are in the game already, we are happy for you! But if they are speaking the language of stiff suits and corporates, then you need to revise your strategy. Executive branding is an opportunity to show all facets of your executives that people rarely see. Maybe the executive might be a good sailor, a marathon runner, or even an expert magician who conducts shows in The White House. People might want to know those aspects of the executive, which makes them relatable. And any relatability builds connections.
Curious to understand how to launch an executive branding program for your leadership team?
Let’s break down how to make it work.
Start With authentic thought leadership
Thought leadership is the foundation of executive branding. It gives your leaders the voice to share their genuine thoughts and insights on topics they are passionate about. But do not stop with one-off posts, only continuous efforts add value.
Look at Satya Nadella, CEO of Microsoft. He mostly focuses on growth mindset and empathetic leadership over product announcements. His thought leadership, through books, blogs, and keynote speeches, helped reframe Microsoft’s brand as innovative and human centric.
Action tip: Set up a calendar for thought leadership content like blog posts, LinkedIn articles, or video insights. Keep it authentic and consistent.
Podcast with popular faces and voices
Podcasts are one of the most engaging formats for executive branding. They provide a platform for leaders to share their experiences, ideas, and industry knowledge in an approachable way. Like having a coffee chat with a million listeners!
Shopify’s COO, Harley Finkelstein’s podcast appearances are gold. Whether he discusses entrepreneurship, leadership, or company culture, he keeps it relatable and real. His podcast conversations have established him as a trusted voice in the entrepreneurial community, which has had a ripple effect on Shopify’s brand.
Action tip: Get your executives onto industry-relevant podcasts or launch your own. Keep the tone conversational.
Stay persistent on your social media
If you were of the assumption that social media was just a playground for influencers and brand promotions, think again. It is also a powerful tool for executive branding, especially when used right.
Love him or hate him, there is no denying that Elon Musk’s X feed has had a significant role in shaping both his personal brand and Tesla’s public perception. Be it, he pens about Mars colonization or launching Tesla’s next big thing, people pay attention.
To make this happen, your leaders need to be active on platforms posting regularly on topics that are relevant to the industry, company culture, or even personal stories on their LinkedIn, X, or even Instagram handles, to position them as authentic thought leaders.
Action tip: Share a mix of industry insights, behind-the-scenes moments, and thought leadership content.
The step-by-step process – It is more than just posting!
Let me get one thing straight, executive branding is not a sprint. It takes time and commitment. You simply cannot expect leaders to hop on social media once a month, drop a few thought-leadership bombs, and call it a day.
What you need is a process. Something organized, manageable, and that gets results.
Define your executive branding goals
Before jumping into content creation, take a step back and outline your goals. Decide what you want to achieve with executive branding. Whether you are looking to position your executives as thought leaders, drive social selling, or attract high-caliber candidates, whatever your goals may be, align them with your company’s objectives.
Identify the executives to feature
Not every leader will be naturally inclined to be in the spotlight, but that is okay. Select leaders who are passionate about sharing their knowledge, have a unique perspective, are excited to represent the company, and possess deep expertise in areas aligned with your company’s goals. As a first step, you can create a small, core group of executives to start the branding process. Build around them and slowly bring others on board as the program develops.
Craft authentic personal brands
Each executive’s brand needs to be authentic and aligned with their personal strengths, values, and leadership style. The cookie-cutter approach will not work, the more personal, the better. Work on their unique voice, include more details about their personal experiences, and tie them back to the company’s mission, vision, and goals.
To craft this, conduct one-on-one interviews with each executive to gather more insights from their personal stories, leadership philosophies, and vision.
Develop a content strategy
A strong content strategy is the key to an executive branding program. It keeps your leaders’ voices consistent in the conversation and ensures that their messaging aligns with your brand.
Key Components of the Content Strategy:
- Thought Leadership Articles: Publish long-form content showcasing domain expertise on LinkedIn, company blogs, or even media outlets.
- Podcasts or Fireside Chats: Podcasts are a great platform for building deeper discussions and establishing authenticity.
- Video Content: Use videos for behind-the-scenes insights, leadership talks, or even Q&A sessions with employees and customers.
- Social Media Posts: Encourage executives to share industry insights, lessons learned, and company achievements. Make sure posts are personal, relatable, and thought-provoking.
- Stream Live: Leverage LinkedIn’s live streaming feature to broadcast real-time content when attending industry events or engaging with your team. Use this platform to provide immediate, authentic insights from conferences, company meetings, or impromptu discussions. This allows followers to experience events alongside you, fostering a sense of inclusion and immediacy. Share behind-the-scenes glimpses, conduct live Q&A sessions, or offer quick takes on breaking industry news to maximize engagement and showcase your presence in the field.
To strategize this, create a content calendar for each executive, including the type of content, platform, and frequency. A strong mix of thought leadership, podcasts, videos, and social media posts will keep the branding dynamic and engaging.
Consistency is key:
Executive branding is not a ‘set it and forget it’ strategy. It requires consistent, regular engagement to remain effective. Post regularly, engage with your audience, and stay relevant to what is happening in the industry. This will help your voice remain relevant and impactful. Set reminders and access support systems to keep up the momentum.
Measure and adjust:
To ensure your executive branding strategy is delivering results, you need to track key metrics. Hold quarterly reviews to measure content performance. Use these insights to refine the content strategy, focusing on the formats and topics that drive the most engagement.
Metrics to Track:
- Engagement: Likes, shares, and comments on social posts, videos, and articles.
- Reach: The number of people who have viewed or interacted with your content
- Lead Generation: Track whether the content is driving inquiries, partnerships, or sales.
- Brand Sentiment: Monitor how your audience perceives your brand after rolling out your executive branding strategy.
Iterate and evolve:
Executive branding is an ongoing initiative. Only over time, you will learn which formats work best, which topics resonate, and how to better highlight your leadership team’s voices. So, revisit your executive branding strategy regularly.
Get a support system:
Most of your executives are already juggling a lot. While they can provide valuable insights and content, the actual execution should be a team effort. Discuss with OrbitalSling today to access a support system for your leadership executives to help execute the branding strategy.
We are a team of seasoned marketers, content writers, PR specialists, and social media managers who follow a strategic, consistent approach that will help position your leadership team as trusted industry experts while reinforcing your brand’s core values.
Ready to get started? Get in touch with us today